How to Use Amazon’s Brand Analytics for PPC Insights

Amazon’s Brand Analytics provides valuable data to help sellers optimize their PPC campaigns. Available to Brand Registered sellers, this tool offers insights into customer behavior, search trends, and competitor performance, all of which can be used to refine targeting, improve ad performance, and maximize ROI.

Leveraging Brand Analytics for Keyword Optimization

1. Identifying High-Value Keywords

The Amazon Search Term Report in Brand Analytics shows the most popular search queries. Sellers can use this data to:

•Discover high-performing keywords with strong search volume.

•Identify long-tail keywords with lower competition for cost-effective targeting.

•Compare search frequency ranks to determine trending keywords.

By incorporating these keywords into PPC campaigns, product listings, and backend search terms, sellers can improve both organic rankings and ad performance.

2. Refining Negative Keywords

Brand Analytics helps sellers identify irrelevant or low-converting keywords that may be draining their ad budget. By analyzing search trends, advertisers can add these terms to negative keyword lists to reduce wasted ad spend.

Using Competitor Insights to Improve Targeting

1. Analyzing Market Share with the Search Term Report

This report reveals the top three products that receive the most clicks and conversions for specific keywords. Sellers can:

•Compare their product’s CTR and conversion rates against competitors.

•Adjust bids to compete more aggressively on high-performing keywords.

•Identify opportunities for Product Targeting Ads by targeting competing ASINs with high search traffic.

2. Optimizing Sponsored Display and Product Targeting Ads

The Market Basket Analysis Report shows products frequently purchased together. Sellers can use this insight to:

•Run cross-selling PPC campaigns by targeting complementary products.

•Adjust bidding strategies for products frequently bought with their own.

Enhancing Ad Placements and Bidding Strategies

1. Prioritizing High-Value Search Terms

By analyzing click share and conversion share for search terms, advertisers can focus on keywords that generate the highest sales-to-click ratio. This ensures ad spend is allocated efficiently.

2. Adjusting Bids Based on Competitor Performance

If a competitor dominates click share but has low conversion share, it signals an opportunity to capture sales by improving ad copy, images, and bidding strategies.

Final Thoughts

Amazon’s Brand Analytics is a powerful tool for fine-tuning PPC strategies, discovering profitable keywords, and outmaneuvering competitors. By regularly analyzing this data, sellers can make data-driven adjustments that increase conversions, reduce wasted ad spend, and maximize overall PPC profitability.